popXpress Stores - London

Ever since Apple opened its first mini-stores in October 2004--and then seemingly abandoned the concept--there has been speculation on what types of other stores it might open. Steve Jobs himself suggested that the mini-store concept could be extended to airports and other non-traditional spaces.

One of those speculative concepts has been iPod-only stores, offering a smaller-than-retail-store experience devoted only to music, iPods and accessories. So far neither Apple nor--surprisingly--any authorized reseller has opened such a place in the United States. However, the concept has been born in the UK, where popXpress has opened two stores in London, and promises to open 10 more stores throughout the country by the end of 2006.

Right now there are two stores: in London on Piccadilly Street, about a 10-minute walk from Apple's Regent Street store, and steps away from the tony Bond Street shopping area, and also on New Street further west near the Liverpool Street Tube station.

Both stores are very narrow (one is barely 8-feet wide and 200 square-feet), one-story right venues right now, but both have upper floors that might later become display space.

popXpress CEO Jonathan Cole says he dreamed up the concept--literally--and the stores took over a year to develop, design and have constructed. Cole said Apple provided him with guidelines which his designers then interpreted to come up with the final look, which he describes as "minimalist." Since he couldn't use the term "pod" in the store's name because of Apple's trademark, he used "pop" to indicate the hip culture aspect of the store, and so not to limit its association with other products they might sell.

In an interview with MacWorld UK, he said he'd been offered spaces near Apple's existing UK store, but he chose to locate somewhat further away to be more independent. Both stores are carrying a broader range of iPod merchandise than Apple's store, he said.

Cole said he doesn't believe Apple is using his iPod-only concept as a laboratory for future such stores in the United States, but added, "you never know." Cole is also managing director of Computer Warehouse, one of the UK's oldest and largest Apple resellers. He said that association helped when he approached Apple to open the new iPod stores.

It's interesting that no authorized reseller in the U.S. has ever opened a iPod-only store, either believing it wouldn't be profitable, or having received a thumbs-down from Apple, who in turn may want to tackle the sale concept itself or who doesn't want to dilute its full-sized, all-product stores. In any event, keep you eyes on these stores and their success.

Thanks to Mr. Cole for photos of the two stores' exterior and interior.

The city center London store is located about a 10-minute walk from the Regent Street store, at the T-intersection of Piccadilly Street and Bond Street. As you can see, it's very narrow, with easy-to-read graphics and an all-glass storefront.

The interior of the store looking to the rear, where there's a 4-step stairway up to another display area. The cashiers counter (center) and computer display table (far left) is white Corian, while the merchandise shelving (left and right) is black-painted wood.

The right side of the store, showing the display of accessories (front) and iPods behind locked glass windows. At the rear are more accessories.

The left side of the Piccadilly Street store, showing a locked glass case and open shelving for merchandise. The computer at the front allows visitors to see how iPods interact with iTunes and the iTunes Music Store.

View of the store from the rear, showing the arrangement of display counters and shelving. The store is barely 8-feet wide and about 200 square-feet.

The display of computers--both a Powerbook and a Windows PC model--allow hands-on testing of iPods and iTunes.

The store on New Street in the Liverpool district of London, with a distinctive black-and-white storefront.

After the above photo was taken, a giant iPod banner was hung from the storefront, giving it an even more distinctive appearance.

The entrance uses a sliding glass door, leading directly to the cashier's counter. The store extends to the left and right after you enter.

The cashier's counter and the left wing of the store, showing the open shelving for merchandise, and the stock of iPods behind the counter.

The right-side wing of the New Street store, showing the products against the front display window, a demo laptop and a display of speakers along the rear wall.

A display of speakers on the rear wall of the store.

A Powerbook laptop is available for visitors to experience a Macintosh and iTunes in particular.